Management and Organizational Studies 1021A/B Chapter Notes - Chapter 3,6: Marketing Research Association, Portable People Meter, Sampling Error

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Sarah Ross

Document Summary

Chapter 4: market research (t. b. pg. Cdn. consumers) young/older males who see few brands relevant. Impact of package design on sales. The six- step market research approach. If too broad problem may not be tangible. Step 2: design research plan. Information requirements: relevant to task @ hand if not will be time- consuming, confusing and costly. Secondary data: comes in 2 forms: Facts/figures that have already been recorded by 3rd party. Internal data: exists within company eg: sales reports, profitability, etc : external data: comes from published sources outside of organization. Sampling plan identifies who"s to be sampled, how large sample should be and how sample will be selected. Uses arbitrary judgment of market researcher. Introduces bias taints representativeness of sample and its ability to draw conclusions. Often used when time and budgets limited or for exploratory research. Invites consumers to join online community for debate, thought- provoking ideas and small stipend for their time.